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Co-branding strategy in cause-related advertising : the fit between brand and cause.

Huertas-García, R. and Lengler, J. and Consolación-Segura, C. (2017) 'Co-branding strategy in cause-related advertising : the fit between brand and cause.', Journal of product and brand management., 26 (2). pp. 135-150.

Abstract

Purpose: Companies are increasingly incorporating support for social causes in advertising to improve brand image and increase sales, but it is unclear how these behaviours influence purchase intentions.This paper analyses this relationship from a strategic perspective to assess whether the degree of fit of any of the five strategic dimensions that Zdravkovic et al. (2010) propose influence purchase intentions synergistically. Design/methodology/approach: This study includes two stages: a qualitative stage to build brand-cause relationships, and a quantitative study of one of these relationships to examine which fit dimensions are involved and whether they generate synergy in purchase intentions. Findings: Results demonstrate that adjustment to two of the five dimensions is sufficient to influence emotional responses positively. Research limitations/implications: this study presents limitations since it has been developed using a particular sample of university students. Practical implications: These analyses provide tools for managers to verify which types of strategic fit operate in this relationship and facilitate co-branding planning to achieve financial goals. Originality/value: The analysis provides tools for managers to verify which types of strategic fit operate in this relationship and facilitate co-branding planning to achieve financial goals.

Item Type:Article
Full text:(AM) Accepted Manuscript
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Status:Peer-reviewed
Publisher Web site:https://doi.org/10.1108/JPBM-07-2015-0939
Publisher statement:This article is © Emerald Group Publishing and permission has been granted for this version to appear here http://dro.dur.ac.uk/20107/. Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited
Date accepted:20 October 2016
Date deposited:25 October 2016
Date of first online publication:03 March 2017
Date first made open access:03 March 2017

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